Nike, Spring 19
Concept, creative direction
Lead by Nike’s seasonal brand position of “Imagination of Air”, we worked to build imagination into the everyday. Expanding the definition of “imagination” beyond fantasy to unique environments, personal style and realized dreams. Imagination as a mood: optimistic, irreverent and eccentric. Our concept: Imagination into Reality.
No better city to bring this to life than Tokyo. A city where chaos and calm co-exist, with pockets for every niche and where the ordinary is accented with novelty. The invitation to make your own world is everywhere.
PLACEMENT: NIKE.COM, NIKE APP, NIKE RETAIL
Project Context: Repeating four times a year, this body of work establishes a baseline voice through imagery and storytelling that reinforces Nike’s seasonal brand point of view. It is the globally directed look of Nike for the season, obsessing product fidelity, style and performance authenticity. Serving 70% of Nike digital and retail channels and partner/wholesale needs.
I lead this project creatively from concept to final execution; including location scouting, creative partner selection, casting, styling direction, production, on-set art direction, selects process, post-production and channel execution.